Integrate, Integrate, Integrate: Making Your Channel an Extension of Your Brand

Welcome to our “Spotlight on Growth” series, featuring actionable tips for performing arts organizations looking to grow their Pennant channels. As passionate supporters of the arts, we understand that creating amazing content is just the beginning—getting it in front of your superfans is the real challenge. In this first post, we’ll focus on making your subscription channel an integral part of your organization’s presence.

Remember: your Pennant channel isn’t just another platform—it’s a digital extension of your artistic vision and a new home for your most dedicated supporters. Here’s how to ensure it becomes part of your organization’s core identity:

1. Integrate Into All Brand Touchpoints

Start by ensuring your channel has visibility across your entire brand ecosystem:

• Add your channel link to email signatures, business cards, and letterhead
• Feature a prominent subscription button on your main website homepage, and ensure the channel is featured in your main navigation (hint: call it [org name] TV)
• Include channel information in your organization’s main brochure and season materials
• Add your channel to social media profile links and bios

2. Integrate Into Ticket Sales and Communications

Leverage your existing sales processes and patron communications:

• Add a channel subscription option directly in your ticket purchase flow
• Include subscription information in ticket confirmation emails
• Create pre-show emails that highlight relevant channel content
• Add “first month free” subscription cards to season ticket packages and ticket envelopes, and consider special subscription rates for ticket buyers and donors
• Feature channel highlights in your regular newsletters
• Train box office staff to mention the channel during transactions

3. Integrate Into The Live Experience

Make your physical spaces work for your digital offering:

• Place QR codes in lobby displays and on signage throughout your venue
• Include channel information in printed programs
• Incorporate brief channel mentions into pre-show announcements and use intermission time to promote exclusive content available to subscribers
• Train front-of-house staff and volunteers to mention the channel when engaging with patrons
• Consider hosting a tablet or kiosk in your lobby where patrons can sign up on the spot

4. Normalize Regular Mentions

Consistency is key to building awareness. What feels repetitive to you is often brand new information to many audience members, as the latest data shows people need at least 8 exposures before taking action.

• Vary your messaging approach—sometimes highlight specific content, other times focus on community benefits
• Frame your channel differently for different audiences (donors vs. single ticket buyers)
• Create a regular content calendar that ensures channel promotion across all platforms
• Measure which promotional channels are most effective and double down on those

Remember, building awareness takes time and patience. The goal is to make your channel feel like a natural extension of the artistic experience your audience already loves, not a separate product you’re trying to sell.

Next week, we’ll explore how to leverage social media to showcase tantalizing glimpses of your subscription content!

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What integration strategy has been most effective for promoting your channel? Share your experiences in the comments!